Application
This unit describes the performance outcomes, skills and knowledge required to develop and integrate a full range of marketing strategies and promotional activities to expand and diversify the client base, maintain and improve client re-booking, and increase average client spend for a personal services business. It requires the ability to monitor, evaluate and adjust marketing activities according to business performance.
This unit applies to all single or multiple outlet businesses providing beauty treatments, hairdressing or barbering services. It applies to senior managers and small business owners who operate with significant autonomy and are responsible for making strategic business management and operational decisions.
No occupational licensing, certification or specific legislative requirements apply to this unit at the time of publication.
Elements and Performance Criteria
ELEMENTS | PERFORMANCE CRITERIA |
Elements describe the essential outcomes | Performance criteria describe the performance needed to demonstrate achievement of the element. |
1. Develop marketing strategies. | 1.1.Analyse business objectives, key services and products to determine the focus of marketing activities. 1.2.Evaluate customer demographics and target markets for the business as a basis for marketing strategies. 1.3.Determine marketing objectives and strategies in consultation with relevant people and according to the business plan. |
2. Determine a marketing mix for the business. | 2.1.Balance volumes and pricing of service and product mix to optimise turnover and profit. 2.2.Evaluate costs and benefits of providing different services and products to determine the marketing mix of the business. 2.3.Determine the optimum marketing mix according to market and business needs. |
3. Implement marketing strategies. | 3.1.Brief persons involved in the marketing effort on roles and responsibilities to ensure successful implementation. 3.2.Plan and implement promotional activities according to marketing objectives and budgetary requirements. |
4. Monitor and improve marketing performance. | 4.1.Regularly monitor marketing activities and evaluate business performance against targets. 4.2.Analyse performance gaps and take corrective action or set new targets. 4.3.Encourage relevant people to propose ways to improve marketing performance. 4.4.Seek customer reaction to all aspects of the marketing mix, and analyse to improve targeting and outcomes. 4.5.Conduct ongoing research of customer requirements to identify opportunities for change and improvement. 4.6.Monitor changes in markets and investigate new business development opportunities. |
Evidence of Performance
Evidence of the ability to complete tasks outlined in elements and performance criteria of this unit in the context of the job role, and:
develop a comprehensive written marketing plan for a given personal services business to include at least:
business profile and objectives
overview of products and services range and product mix
analysis of four different client groups and their product and services preferences
chosen target group/s for marketing activities and rationale for choice
marketing objectives
analysis of current sales and budgeted projections for sales of three different products and three different services to be promoted
comprehensive description of promotional activities to be used and rationale for choice
comprehensive implementation plan for promotional activities including timelines, responsibilities and performance indicators
methods used to evaluate customer satisfaction with products and services offered
methods used to monitor effectiveness of marketing program
evaluate product and service performance against targets, analyse performance gaps and propose corrective actions for given marketing situations which may or may not be those covered by the above plan.
Evidence of Knowledge
Demonstrated knowledge required to complete the tasks outlined in elements and performance criteria of this unit:
for personal services businesses and the organisation in particular:
business objectives
current products and services range and availability of new
different client demographics and their product and service preferences
for a range of traditional, new and emerging marketing strategies and promotional activities:
uses, risks and benefits
efficacy in reaching and appealing to target markets
new and emerging marketing methods, including social media technologies, and the opportunities they present
format and content of sales budgets, sales and stock reports and use in:
projecting sales and profit
analysing product and service performance
methods used to evaluate customer satisfaction with products and services offered
methods used to monitor effectiveness of promotional activities
format and content of marketing plans.
Assessment Conditions
Assessment must ensure use of:
activities that allow the individual to research, develop, implement, monitor and evaluate marketing activities over an extended time period
people with whom the individual can interact for all communication aspects of the unit; these can be:
people in a personal services industry workplace; or
people who participate in role plays or simulated activities within a training organisation
computers, printers and general software programs used to produce marketing plans
the following documents which can be actual documents used by a personal services business or generated by a registered training organisation for the purposes of project and assessment activities:
customer profiles, service history and product and service preferences
sales budgets
sales reports
stock reports
template:
marketing plans
budgets
customer evaluations.
Assessors must satisfy the Standards for Registered Training Organisation’s requirements for assessors.
Foundation Skills
Foundation skills essential to performance in this unit, but not explicit in the performance criteria are listed here, along with a brief context statement. | |
Skill | Description |
Reading skills to: | • research, interpret and analyse complex and potentially unfamiliar business and marketing information. |
Writing skills to: | • develop and document complex marketing plans and reports on results. |
Oral communication skills to: | • consult with a range of people about complex and conceptual issues • provide unambiguous information to staff about roles, and responsibilities for marketing activities. |
Numeracy skills to: | • interpret and analyse complex sales, stock and budgetary data • develop complex budgetary projections for various product and service mix scenarios. |
Initiative and enterprise skills to: | • proactively seek opportunities to research new markets and implement change to the product and service range. |
Self-management skills to: | • take responsibility for marketing initiatives from initial research through to implementation and monitoring of promotional activities. |
Sectors
Cross-Sector
Competency Field
Personal Services Management